The Day the Radio Went Mono by Gitam BBDO Tel Aviv for Israeli Cancer Association

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The Day the Radio Went Mono

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Industry TV Channels/Radio Stations and Programmes
Media Radio
Market Israel
Agency Gitam BBDO Tel Aviv
Copywriter Ran Alon
Account Supervisor Idit Zemmer
Released April 2012


London International Awards 2012
Radio Branded Content Gold Winner

Credits & Description

Category: Best Use of Audio
Agency: TMF
Chief Creative Officer: Guy Bar (Gitam BBDO)
Copywriter: Ran Alon (Gitam BBDO)
Chief Executive Officer: Gil Liwer (Gitam BBDO / Soho)
Account Supervisor: Idit Zemmer (Gitam BBDO / Soho)
Account Manager: Meirav Ben-Ari (Gitam BBDO / Soho)
Vice President Client Service: Eyal Saada (Gitam BBDO / Contact)
Media placement: Radio Champaign - 100 FM, 99 FM, 102 FM, 103 FM, 91.8 FM, 88 FM - 30 October 2011

Insights, Strategy & the Idea
A brief view, on breast cancer awareness campaigns around the world reveals a bitter truth: most of the ads, movies and billboards
simply look the same, no wonder their effectiveness is in decline.

So when we were asked to launch a new buzz-making campaign that will increase awareness of the disease and illustrate the risk of losing a breast, we decided to turn to a new and unexpected media… the radio.

Creative Execution
In collaboration with all radio stations in Israel we launched a special ear catching radio event.
On October the 30th at 8:05 AM, the radio's highest rated hour, in which all stations silenced one speaker and broadcast only through the right one, in order to show how it feels like to lose on breast. Each anchor delivered the message in his own unique way according to the show he was airing.

Results and Effectiveness
By joining forces with all radio stations in Israel we were able to reach almost one third of Israel's population, making help-line calls for the Israeli Cancer Association rise by 98% and mammography testing increase by 24%.